Traditional Media ROI - Just As Hard To Quantify?

We put a lot of value on landing a mention or story in a big newspaper like USA Today. Once we make it into a big newspaper, we have hit the jackpot. Everyone will hear about us. Millions read that paper everyday, which translates to lots of exposure for our brand or product. There has been a lot of talk about the ROI of social media lately and yes, it is hard to measure, but is it harder to measure than that of traditional media?

Consider the following funnel: I subscribe to the newspaper > I actually read the article with your brand name > I actually remember the brand name > I use the info in the article to make a purchasing decision.

My argument is this: it is just as hard to measure true ROI in traditional media as it is with online or social media. Sure, lots of people subscribe to USA Today, but everyone does not read and soak in every single article or advertisement. They skim. They pick and chose. They filter. A newspaper readership with 100,000 subscribers does not mean that 100,000 people saw your brand name, let alone used the info to make a decision that effects your profit.

Are we too comfortable accepting the ROI measurements for traditional media?

Almost Famous Online

This heifer is almost famous...

But we all want to be famous, because if we didn’t, we wouldn’t be online invading blogs, discussion forums and creating original platforms of our own. To those of you who have a fan base, a faithful following of Twitterers or you accrue relentless postings on your own blog spanning passed two people hammering back at one another, congratulations—you’re a celebrity. But for those of you still not up on social media, limited to maintaining a handle on Twitter, having to search out people to follow, you're not quite there yet.

I’m not quite there yet. I NEED to be everywhere online and it takes a lot of reading, commenting, offering advice—invading spaces, kind of like Hitchcock’s “The Birds” only a let less bloody.

One thing for certain is online spaces can be entirely exhausting and your client begs the question, “Where should we be on the Web?” and “What’s in it for us?” A lot is at stake but social media fanatics can tell you strong ROI is just around the corner. What’s more—If you’re not online, how can your client be?

Does this mean you have to spend 4 hours on Twitter “@-ing” people? Probably. Does it mean you must look for opportunities on LinkedIn to comment on people’s ongoing questions of sound PR tactics or writing a news release for the first time? Probably. Does it mean you must be among the many commenters on a credible blogger’s latest post? Absolutely. Should you start a YouTube series based on blenders? No, that’s already been done.

How up are you on social media? The paparazzi is waiting at your company's front door.

ROI: Why Social Media Will Grow In Weak Economy

Gary Vaynerchuk, host of Winelibrary TV, gives his insights into why it is so important to engage in social media especially when times are tough.

Will these companies take his advice? Probably not, but they should.